Malcolm Owen
Consumers prefer the mid-priced Apple Watch models over the big-budget Ultras and the low-cost Apple Watch SE, a report finds, with the Series 8 and Series 9 making up the bulk of sales in the June quarter.
The Apple Watch SE is a lower-priced model in the Apple Watch range, intended as an entryway into wearable devices. Despite the price, the Apple Watch SE is seemingly selling poorly when compared to others in the catalog, including those that Apple doesn't directly sell.
According to a report by analysts at CIRP, there are three broad categories of Apple Watch, consisting of the flagship Apple Watch Series 9, the basic Apple Watch SE, and the premium Ultra 2.
In the quarter ending June 2024, the Apple Watch Series 9 was by far the most popular option, with a 43% share. It was followed by the Apple Watch Series 8, which garnered a 19% share from third-party retailers.
The Ultra category came next, at 11% for the Apple Watch Ultra 2 and 9% for the Apple Watch Ultra. Just like the Apple Watch Series 8, the original Apple Watch Ultra is only sold by third-party resellers.
The Apple Watch SE consumed just 12% of the overall market share, being outpaced by the Series 8 by a considerable margin.
CIRP also said that Nike-branded Series models made up a 5% share.
Overall, the mid-range Series models had a total share of 67% of sales. The Ultra picked up 20% and the SE about 12%.
The report does certainly demonstrate that consumers are happy with going for the main flagship model instead of going for a cheaper or considerably more expensive variant.
It is expected that Apple will be introducing a new Apple Watch Series 10 during the fall special events, which could shake up sales. The new model is anticipated to have a new band connection method, improved power savings, a larger screen, and a possibly thinner body.
Charles Martin
Andrew O'Hara
19 Comments
It’s the goldilocks
syndrome.
I’ve personally witnessed how durable the ultra is in extreme conditions. My workmate has one and iron ore dust on the mine I work on is some of the nastiest, most abrasive dust and it is looking brand new after a year. He is a boilermaker and doesn’t get exposed to as much grease as me (mechanical fitter). I’m still not buying one as I’d get grease and dirt all jammed in around the crown, but for almost anyone else, they close to indestructible.
I prefer the Ultra. I used to trade in my Watch every year but the Ultra is too expensive so I still have the original. I might trade in my original for the gen 3 model if it’s compelling enough for me. I have always felt very bummed out regarding how scratched up the watch faces get. I feel so much happier now that my watch face doesn’t have scratches on it.